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Amazon Device

Fail

Buyers convert on only 0.8% of searches, so Amazon Device is a Fail.

Flapen Score
40
40 / 100
Ranks 7,617 of 9,536 Tools & Home Improvement niches · −8 vs the category median of 48
Market size
$182K/yr317K searches / yr
90-day growth
-11.0%search demand this quarter
Competition
45%top-5 click share · 15 brands · 76 sellers

Flapen Score

Amazon Device against its category

The dotted line is the Tools & Home Improvement average. Past it, Amazon Device is stronger. Inside it, weaker.

40Fail
Big MarketTrendingHigh ConversionOpen MarketLow ReturnsPrice rangeAvg priceNo Dominant BrandLow Review BarrierQuality Gap
This niche Category average

Market

The Amazon Device market on Amazon at a glance

Shoppers on Amazon United States searched for Amazon Device 317K times last year and spent an estimated $182K. The top 5 brands take 89% of clicks. Flapen scores it 40 out of 100, a Fail.

01 · Demand

An estimated 0.8% of those searches ended in a purchase.

Shoppers searched for this 317K times in the last 12 months. That counts every search on Amazon United States for this niche's terms. An estimated 0.8% of those searches ended in a purchase. Searches in the last 90 days moved -11.0% against the 90 days before. Searches, conversion and average price together put the market at an estimated $182K a year.

Searches, last 12 months
317K
Growth, 90 days vs prior 90
-11.0%
Conversion, latest week
0.8%
Market size, estimated
$182Ka year
Top search term
amazon electronics52K searches a year

02 · Price

A sale here is worth $72.42.

Listings sell for $72.42 on average, from $14.61 to $359.41. Amazon reports units sold in ranges. This niche sold 3K to 4K a year. The average listing sells 0 to 100 of them. At $72.42 that is $0 to $7K a year per listing.

Average price
$72.42inside the $15 to $100 sweet spot
Price range
$14.61–$359.41
Amazon United States median price
$24.38across 115,062 niches
Units sold a year
3K–4K
Units per listing a year
0–100
Revenue per listing a year
$0–$7K
Returns
4.7%of orders · Amazon United States median 2.1%

03 · Entry bar

The bar here is ads.

91% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 2.5% of listings are out of stock. The average listing ranks #619 within Light Bulbs. It carries 1,422 reviews at 4.35 stars, so a new listing needs social proof before a better product.

Sponsored listings
91%
Prime listings
100%
Out of stock, average day
2.5%
Average rank
#619in Light Bulbs
Average rating
4.35 starsAmazon United States average 4.42 stars
Average reviews
1,422per listing
Listings tracked
47

04 · Newcomers

9 of last year's 11 launches cleared the first-year sales bar.

11 products launched here in the last 12 months. 9 of them cleared the first-year sales bar, our mark for a successful launch. The brands on the shelf have sold for 35 months on average, so a newcomer is not facing entrenched names.

Launched, last 12 months
11
Successful launches
9Amazon's first-year sales bar
Average brand age
35 months

Products

Top Amazon Device products & what they sell for

The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.

Prices and ratings read from Amazon on Jul 28, 2026. The live listing can differ.

Competition

Competition: brands, sellers & click share

The top 5 products take an estimated 45% of clicks. Leaders hold, but buyers still shop past them.

$0$7K$15K$22K$29K101001K10K Review Count Sales
Beatable (≤4.3★) Contested Strong incumbent (>4.7★)

Brands

15 falling

Sellers

76

Est. top-5 brand share

89%

Top 20: 100%

Est. top-5 click share

45%

Top 20: 75%

Open market

9%

  • Linkind70%
  • meross9%
  • Aqara4%
  • Kasa Smart3%
  • Level3%
  • Tapo2%
  • Open — no brand owns it (9 brands, 9%)

Demand

Amazon Device search demand

Weekly searches over the year, seasonality beneath. Pick a range.

10K6KSpike '25Black Friday '25Spike '26OctNovDecJanFebMarAprMayJunJul

Peak months: Nov, Dec · busiest ÷ quietest = 2.1× · 10 of 12 months tracked

Search terms

Top Amazon Device search terms shoppers use

The exact words shoppers type, with estimated yearly volume, growth, and conversion.

  • amazon electronics52K/yr
  • apple homekit devices55K/yr
  • linkind37K/yr
  • alexa home system15K/yr
  • aidot16K/yr
  • amazon device62K/yr
  • matter smart home devices12K/yr
  • apple smart home devices8K/yr
  • amazon echo devices12K/yr
  • echo products7K/yr

Reviews and returns

What reviews say buyers love and hate about Amazon Device

We read the reviews and the return reasons for every product selling here.

17%of positive reviews mention “Assembly/Installation”
19%of negative reviews mention “Connectivity-Overall”
4.7%of orders come back
“wont stay connected”
A buyer, on “Connectivity-Overall”19% of negative reviews mention the same topic

Every topic

Every topic buyers talk about, one row each.

Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.

16 topics

NegativePositive

FAQ

Common Amazon Device questions

Answered from the same tracked data.

Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data